P2 - Proposal and Diagrams

Aims and Objectives -

Promote and gain a wide interest in our series 'Pigeon Hunt'. Using the idea of Pigeon Hunt I need to make sure through the advertisement that we show a strong message of youth and teenage life. Because the overall message being; the portrayal of a murderous girl and a young boy trying to escape the federal system, the relevant topics and relatable teenage characters must be apparent throughout the series. We want to branch out ti a wide audience by advertising in as many locations as possible.

Target Audience -

Our target audience is the demographic of youths aged 15-21. Our young target audience are very well in touch with technology in modern society so our main basis of advertisement will be promoting material electronically via social media, website platforms such as YouTube. The main form of promotion will be banners and posters along with trailers for the series.

For the posters and banners themselves they need to be eye catching to our young audience so we will focus the image and look on the horror style. Giving little away about the plot to intrigue the audience more. The title will be large and potentially have the protagonists on behind.

Key Message -

For our advertising campaign, the main message to my audience is to show another variant of teenage life that the audience are not used to. My series is set in rural Scotland, and the characters within the plot are heavily connected to nature and the outdoors. The message I want to show is modern teenager living and thriving amongst mother nature.

Call to Action -

Ultimately, I want the audience to be captured and intrigued by the advertisement and go to watch 'Pigeon Hunt'. Across cross media platforms I want the campaign to be shared by the audience itself to attract more viewers to the product. Like as a Facebook post, friends can share to their friends and the series will keep spreading.

Cross Media -

The campaign will be promoted via public posters and billboards in areas such as cities with a lot of young people. Having a young target audience the predominant form of advertisement will be done electronically via radio and social media platforms. There is a large young audience who are very in touch with social media etc who will be able to share adverts and comment which their friends and friends of friends will see and further promote the series.

 

P2 - Mood Board

The mood board is a collection of images and themes tightly compacted together to get an idea of the style and visuals that could be developed into the advertising. The series is heavily focussed on the nature and outdoors as well as the characters love for being adventurous and going outside. Nature and landscape are very important in the visual look of the product as well as that gritty, dark feel. I also wanted to show elements of humanity through tools, buildings etc and the rural feel they give.

P2 - Spider Diagram

P2 - Campaign Plan - Evaluate the Brief

Evaluating the Brief

What are the aims and objectives of the brief?

In the brief we need to raise awareness of the series to attract viewers when it is broadcast. We need to identify and justify the target audience which for our piece is 15-21 year old's. Using the idea of Pigeon Hunt I need to make sure through the advertisement that we show a strong message of youth and teenage life. Because the overall message being the portrayal of a murderous girl and a young boy trying to escape the federal system, the relevant topics and relatable teenage characters must be apparent throughout the series. I need to advertise this in our advertising across cross media platforms such as posters, trailers and social media. I must make sure that any work I use or create is fully copyrighted and maintain correct ethical issues that could potentially undermine BBC Three.

What drama series will you be advertising and what are the key things that are likely to appeal to the target audience?

My drama series is called 'Pigeon Hunt' and follows the dramatic few weeks of a teenager called Matthew. The key elements within my idea that will appeal to the target audience is the teenage protagonists, so the audience makes an instant connection and relevance to the characters. The dark style and themes are very popular amongst young people today and the element of light comedy I will incorporate into it will further be appeal.

Who exactly is the target audience?

My exact target audience is going to be 15-21 year old's as the series will be regulated at rated 15 as well,  age demographic is similar to that of the character ages in the series. The overall focus is on younger people due to the dark humour within the plot which in modern society is very popular amongst the youth of today. The environment and setting is rural so there is a demographic for youths living in the country but for the city living youth of society they won't be able to relate to the overall setting but they may want a relief from busy city life and engage within the country lifestyle. Matthew the main protagonist is a 17 year old teenage boy who is shy and struggles with talking to people and has very few friends so a large demographic of introverted young boys could relate or enjoy his character. And I also have Matilda as a female protagonist which the female audiences will enjoy as a strange twisted character that determines the overall plot.

How can you work out exactly who the target audience is likely to be?

The likely target audience we will receive will be younger people due to the young cast playing the characters. As well, horror is the most popular genre for younger people. In the advertising we will address the fact that the setting is rural Scotland so those people who either live in Scotland or know the area of filming will be interested in watching what the series may be about.

Potential Issues and Concerns?

With our campaign we need to address that the series is a horror with comedic relief in the more graphic mature scenes and themes otherwise audiences may think the series is entirely horror focussed which is not our product intention.

In terms of issues with filming, the series is set in Scotland in the spring into summer however weather is not always certain in Scotland, so any filming or photography may overrun if weather is not as required for the ideal advertising look which could further delay production and may not be on time for the brief.

In terms of legal and ethical I need to make sure I get all of the rights to film in locations and have areas potentially cleared for filming to proceed to scenes of landscape etc.

What are some of the possible methods and platforms on which you could advertise the series?

We will be able to advertise a potential short trailer for the series which could be put onto YouTube, the BBC Three website, social media pages such as Facebook, Twitter and Instagram. Posters that we produce could be published publicly on billboards on the sides of roads or bus stations for many people to see.

M2 - My Pitch

 Pigeon Hunt

After the rehearsal of my pitch I would say I was well informing to the audience and gave a good overview of my series. I felt I engaged with the group well and enjoyed speaking about my product which would hopefully allow a client to engage an interest to my product as I feel positive and confident in it.

I was confident with my idea however there were elements of my product where I needed more information and understanding such as where the series as a whole will lead and elements of filming within location. I believe that I used clear language and structured my piece in a formal and understandable way which my audience understood as there were few questions regarding the plot and the process of production.

My body language could have been slightly more formal but my relaxed tone made the audience comfortable and focus on the ideas I was pitching but I could have timed it better and focussed on the main points and made a more secure plan to not run over lose the focus of my audience after speaking for a while.

Overall I would say I made a strong pitch for my idea. I believe my presentation was stylised and branded well with my title and relevant images but to improve I will use my logo title on all the slides to brand my pitch more. In terms of the amount of text, I received feedback that I had used a lot so for my official pitch I will remove excess words and write out onto cue cards, bulk information I want to share.

In terms of my supporting documents I was happy with what I had produced. I will however bring in some example posters for the series as well as a potential opening scene with script.

For my use of multimedia my pitch was solely just on a power point. For my next pitch I will print off supporting documents I have created, as well as link my opening scene which I can show to the client.

Did my presentation include? -

-Title, yes

In my next pitch I will use my title on every slide to brand my product more

-Summary, yes

For my official pitch I will condense this to key moments and write out the main body of the series on cue cards

-Statement of need, nearly

I included our unique selling point but for my real pitch I will also include a statement of need as to why our TV series is needed to be aired. What it offers to an audience

-Production Description

I have included episode length and spoke the series length but for the format the series will be 1080p shot in 16mm with a dimmed tone as it gives a good realistic image and a gritty tone to the movement

-Budget

I have illustrated the budget within my pitch

-Production Company

I will need to address potential production companies in my pitch. I will look into local companies in the area in which I have scouted (Fort William) to reduce cost of transporting crew and equipment.

-Character Profiles

Narrative Details-

I have been clear on what occurs within the pilot but for my series as a whole I need to be more certain on what occurs and where the story leads

Supporting Documents 

I will also add prototype poster and an opening scene with script


Questions that were asked-

-Where will the series lead and will the plot of the pilot create enough material for a whole series

The killer Matilda will come back and not be dead which is what Matthew seems to believe. He doesn't know this until coming face to face with her again and the narrative follows a chase he faces against Matilda as well as police. The series will come to a close where Matthew and Matilda face off with police on the scene too and Matilda will be shot by James who come back after being missing.


-Format of video

My series will be shot in 16mm to give a large sense of realness but a gritty tone. In editing I will use darker tones to the footage to create that sinister feel. It will be distributed in 1080p format.

-Production Team

I have found a Scottish film production team called TigerShark.Ltd who are north of Glasgow. Utilising their team would help in terms of budget as less equipment and crew will need to be transported to location.

Other content could be filmed on a tv set in a studio or using country cottages in places such as North Yorkshire or the Lake District

Anything catch you out -

When asked about the arc of my series as a whole I was unsure where the narrative would lead after the pilot episode. I now have a secure idea on the narrative arc and how the series will pan out

I would say of the questions asked, the question about location and production team to reduce budget and increase accessibility was most helpful for me to plan exactly how and who will help me film the series

M1 - Evaluate cross media advertising campaigns

Nike

"Nothing Beats a Londoner"

Nike's 'Nothing Beats a Londoner' campaign, created by the agency Wieden and Kennedy, is to promote an inspirationally connecting advert to show a diverse sense of community and togetherness of London's different areas through the use of sport and music. While Nike often uses professional athletes as their primary source of inspiration, ‘Nothing Beats a Londoner’ uses real kids from the capital which emphasises the sense of community the advert is driving for. As well as this, the short cameos of athletes such as Karry Kane and Mo Farah, local UK artists like Skepta and J Hus as well as personalities such as Gareth Southgate and Michael Dapaah are an emphasis on the togetherness of Londoners Nike is trying to portray. The three-minute film showcases the variety of sport that takes place here, and celebrates the grit and determination displayed by those partaking in it.

In terms of consisting the overall message throughout the visuals of the advert, Nike maintains a high resolution picture with a hint of grittiness thanks to being shot in 16mm which creates the sense of realism. The advert uses primarily darker shades of colours which adds to the essence of a city feel. The overall style is very immersive for the audience as the camera follows actors quite close up to bring them into a more personal level of the London culture and community. There are a mixture of shots such as follow shot and extreme close up as well as what seems as GoPro footage. 

The slogan for the campaign, 'Nothing Beats a Londoner', emphasises the ideas of competition within London and the constant one up-ing of different characters through sport. The fonts used for the campaign utilises the branding of Nike while incorporating the brief LNDR, created from the LDN abbreviation of London. Nike certainly keep the edgy vibe within the adverts using hand drawn fonts on their posters which adds to the street setting of London. As a whole the adverts style is animated at times using lots of images and colours and maintaining a fast pace which adds to the sense of street life and city rush. 

For the campaign, Nike worked with Wieden and Kennedy to produce the video advert and create the overall style for the campaign to be produced into cross media advertisements such as posters. In relation to the video the printed advertisement that sprang from it was similar in their use of gritty fonts and use of intentional messy pulling together of images as well as taking direct shots from the video itself and using the Nike LNDR logo brand with it. This ensured the message within the campaign of a community of London and bringing together everybody from their respective sports and backgrounds.


















Being Nike, social media was a heavy use in terms of promoting the campaign and with the use of celebrities, Nike was able to reach a wide network of fans and followers as well as being shared beyond this. After the video was made Nike allowed the video to be promoted onto the pages of those involved to gain a wide audience and spread the message of community amongst the target audience (Londoners). As well, being a three minute video, it was easily transported to sites such as YouTube, Instagram and Twitter as well as being easily streamed via mobile on the go for commuters who may also see the printed advertisement. 

P1 - Advertising Campaign

Jägermeister

"Be the Meister" 

Aims and Objectives -

The aim of the advert like any product is to and in this case influence the audience to drink Jägermeister by making it appealing. The more an audience will purchase, the more revenue the company will make.

Target Audience -

The target audience is wide above the age of legal drinking which is differs in different countries. The adults used in the advert are over the age of around 25 because at that age, people are more likely to drink responsibly. Although it is shown to be consumed in a party environment which suggests how the target audience is directed at more younger adults rather than older ones.

Representation -

The advert takes place in a city in what seems like an underground ice club. There is quite a dark, Gothic atmosphere on the advert as a whole and represents quite a different social group. The people represented in the video (German) are shown to be partying and wait for the approval of a woman who acts as a figure for the drink in this club. The drink itself is shown in blocks of ice at -18 degrees, to push to the audience this is a drink best served very cold. Stereotypes of people in the advert are quite Gothic and primarily younger. There is no negative stereotyping of social groups however a broader diverse cast would be suitable to modern day audiences. The overall impact to an audience us broad. Older audiences may find it a bit overwhelming and out of their taste as well with the slogan "Be the Meister" . Which a younger audience may find more attractive in the life of partying.

Key Message -

The overall message is that this is a drink to be served cold and consumed around people socially and enjoy your time. The audience access the message through the advert with the scene of a club and people laughing and dancing together. In terms of posters and other media platforms the advertisements message of "Be the Meister" i.e. to be the best and in order to do so, drink the best drink which Jager are pushing to audiences.

Choice of Media -

In terms of the overall choice, they have used darker colour schemes to link to the products dark look and taste. The campaign draws a focus on ice and how the product should be consumed ice cold. This is emphasises through images of ice blocks, texts ("ice cold shot") and the font used imitating frosty cold air. They also have in the background faint images of spices i.e. ingredients in the drink itself. They use star anise, nutmeg etc. Putting across a truthful message to the audience. The focus on the spices and ice shows how this drink is predominantly a winter drink.

Legal and Ethical -

The primary focus on the legal issues are how the product is an alcoholic drink, so must be targeted and advertised to audiences of legal drinking age. This is why the actors used in the advert are all adults and a clear amount older than the minimum drinking age. Being an alcoholic drink and presented to be consumed amongst friends and people yet addresses to the audience they should 'drink responsibly'.

In terms of the material in the adverts there is nothing degrading to any social groups as well as no poor behavior swearing/bad language. Those seen to be dancing and drinking are responsible and considerate as well as the whole atmosphere being very calm and controlled.

In terms of slander and libel there is no spoken or published words that would affect the reputation of another company. The copyright within the advertisement is all original content.

Regulatory Bodies -

In terms of the ASA (Advertising Standards Authority) they will regulate the content of the advertisement from complaints from the audience. If people feel the representation is ethically incorrect then they will change or even remove the advert from publicity.

Call to Action -

In terms of the audience, the advertiser has engaged them by using popular themes. Setting the advert in a club will attract all party goers. The overall Gothic style and dark colours is different and in modern society people are always looking for new, interesting content to engage in.

The advertisement will make the audience want to go out and purchase Jäger for parties etc. because of the social aspect and fashionable look.